An early contender for charity social media campaign of 2017 is Amnesty International’s campaign to spur action on the refugee crisis.
It uses videos of refugees responding to real tweets about the crisis and urging people to sign a petition.
As well as having a clear aim, it uses the essence of social media – its immediacy and ability to connect people – in a really effective way.
The way the refugees talk directly to the person who has tweeted gives the campaign the underlying message that refugees are real people like you or me.
In a world of news fatigue, this is something that can get a bit lost and so it gives the campaign a real power.